Here’s how to make a successful promotional announcement on Udemy along with the maximum ways to get results out of any promotional announcement or similar email you’re having generated on a third party platform.
The big difference in doing Udemy email marketing with Udemy’s promotional announcement vs. having your own MailChimp or other email marketing is you want to capitalize on the Udemy aspects of what you’re sending rather than anything else. That means you want a very clear focus message that get’s people to Udemy vs. trying to get people to your website or having them share social media accounts or all these different things that you can do in other formats, you just want a simple focused announcement with a clear call to action – not too long, not too short and you only want one thing at a time.
If you’re doing your own email marketing, it can be tempting to give people a lot of different links to your website to share all of your different channels. You’ll notice on this one promotional announcement, everything is focused. There’s only one link I’m trying to get people to click, there’s four different links in here, and it’s set up to accommodate every kind of person all in one email.
This is much the same as you might do promoting your product to an email list. What I want to do in this that’s a little different is make sure people realize it’s on Udemy and that will help me stay consistent and get sales. For example, I’ve included only one picture in here. I’ve seen other instructors send promotional announcements and the only picture I want in here is one people will recognize; I just want them to see that this is a Udemy course. I don’t want them to see my face, I just want them to see something recognizable. It’s a Udemy course with everything they already know from Udemy.
If you’re doing your own email marketing, it can be tempting to send out all kinds of nice pictures and things like that, when you’re using another system, you want to keep things simpler. That means just one picture and it should be recognizable by the Udemy brand. To do that, I just take a screen shot of my course on Udemy, I want everything to be consistent, no surprises. I go to my instructor profile, I print screen capture this, then cross out the price and put my special deal on it.
The main thing you can do to make your announcements batter is just put one picture in there that’s exactly with whatever you are using. If this is on Facebook you’re trying some Facebook messages, you don’t even need a picture in there. If you’re using another thing to send messages, keep it consistent. Then I start with text, I put a picture in the middle, then I wrap it up with text.
The idea is this is a Udemy promotional announcement, I have a very short window to catch your attention and ultimately it needs to be in writing. The picture is there if people want to see it, but the first thing I want to put is the writing in here because when I get a promotional announcement with a picture right away, I often just ignore it because I get lots of promotional announcements with a bunch of pictures in them and if I want to look at pictures, there’s a lot of other places I’d go. I’d probably just go on Facebook and look at pictures.
This is to try and communicate the value of my course and for that I usually need words and the first sentence, if you think of the 80/20 rule, 80% is going to come from the first sentence so you clearly want to do a good first sentence. I’ll show you a couple of other emails that have done the same thing and this is how email actually looks.
Udemy has already burned up the first sentence so you’ve got to very short window to keep their attention and you ultimately have to do it with a question; something that will get the person to start off saying yes and at the same time will disqualify people who start off saying no. I don’t want people to get tired of my promotional announcements the easiest way to do it is to get them to please read it and see if it applies. If they say want to learn about YouTube and they say no, then good, they can just leave. Maybe next time when they see “how would you feel if you could use Twitter,” then they might go farther into it.
You’ll notice both of these successful sales emails have used the exact same format, they start out with a question and this one uses a more complicated question giving exact details of the outcome as well as asking them how they feel so they would conjure up a feeling in there whereas this one’s more simple, both of these work. This one just says want to learn about YouTube? Ultra simple. The one I’m doing now that asks the question “Do you want to discover your true learning potential that is far beyond with you ever imagined” is somewhat of a synergy between the other two.
I like to start out with a question because you want to get people thinking. What you don’t want to do is something like “Unlock your super learning skills now” and give a coupon code. I want people to start their mine actively thinking to get a little bit excited right at the beginning. Any message that you send should have that same element in it, especially when it’s on some other platform besides Udemy. You’ve got to start off with a question, you ultimately want to get the conversation going. Even for selling a product you want to explain the value of it – usually in a question just like this and then from there you’re working with people who have an open mind.
This particular announcement is going out to 8,000 people, probably 7,000 will just quickly look at it and say no or they won’t have time, or they won’t read the email and it’ll be one of the hundred other emails they get so they just go past it. All of the rest of that email list for those people that are more interested and are taking the time to actually read it. I don’t have to convince anyone past the first question on here I only speak to the people who are answering yes. Then I go through my sales pitch here and I start it off for lazy people and I say lazy, we all have lazy in us I’m very often lazy and I capitalize on my laziness by setting my life up to handle it.
This email is set up to handle someone who immediately wants to look at the course. They don’t want to read my sales pitch they want to go straight into it and look right at the actual course. The course has a coupon link to it immediately to start. You can do it in my new course immediately. The sooner you can put your call of action in for people that don’t want to read your sales pitch the better. From there, I continually go on with more of the sales pitch for people that want to read the full thing because some people will look straight at the course, they won’t care exactly what I have to say about it because they know they can just go read the course, watch the promo video, etc. I got a link for them immediately and it’s bold and it’s highlighted so it’s not as much of a direct link.
For the people who want to read a little bit more, I’ve got a few sentences explaining what exactly you get out of the course then my first call to action with the image. That gives me the chance for people that just want a quick summary but they don’t want to just immediately look at the course, that’s a little bit more of a sale for them.
I have the course image for people who want to prefer to just look at an image and click on it and note that it’s in the middle of the text instead of at the top. Finally, for the people probably about 1% who want to actually go through and read the who email before deciding on whether they want to click it or not, I then have many more selling points that go deeper into the course and I have gratitude at the very bottom that also explains why they’re getting this.
If someone is looking through like I just got another promotional announcement from you earlier. I have gratitude and an explanation of why they’re getting this.
Any information you send of a platform like this it’s very important to communicate why the person’s getting this. On Udemy, it may not be clear to a student why they’re getting promoted one of your courses. On Facebook if you’re sending messages, same thing it may not be clear why you’re getting messages. That’s a big difference from doing your own email marketing where it’s very obvious why you’re getting an email from someone because you have to have opted in or some other action so you always want to explain at the end why they’re getting it and use gratitude so I use it like that and you can use different ways because the unsubscribe button is toward the bottom and while Udemy eats the unsubscribe, Udemy eats the spam reports, I still don’t want to generate negative feedback for Udemy and especially for all my students.
I always try and say something like I appreciate you taking the time to read this because the very few people that go all the way to the bottom, I want to make sure that I’m keeping those niche people happy. Probably 99 percent of people won’t read that much. They’ll either skip it or they’ll go straight to the course, but the 1%-ers that are likely to leave a review, that are likely to engage, that are likely to send me a message or post a discussion after getting this, I want to make sure I’m treating them good.
You’ll note when you’re sending a promo message, there’s a lot of different elements to include here. You want the clear question to start an immediate opportunity for a gentle call to action, more specific call to action with branding, and then farther down more details, gratitude and then a call to action to wrap it up, and finally sincerely or some other type of signature.
Before you use any third party system to send, whereas if you’re doing something like MailChimp, it will save really well, what you want to do is control+copy. That way, if something happens to this, Udemy often will get a 503 error, I want to make sure I can just paste that in when I go back to this. I don’t want to lose all that work I just did. Often what I will do is Ctrl+A and Ctrl+C, bring up a word document, paste it right in there. Just in case there’s a problem, I’ve already got it copied and pasted.
Then what I do also is double check the links by using right click and selecting new incognito window. You want to make sure all of your links work because there are a few things more disappointing than reading an email like this and the links not work. Once I’ve double checked everything, this is going out to 8,000 people, I want to double check it, but I don’t want to be a perfectionist about it. You can read your entire email out loud if you want, that will help you make sure everything is good. Once that is done, just hit send and you’re done.